Bank Watch

Wells Fargo features same-sex couple in new ad

The one-minute TV commercial for Wells Fargo follows two women as they learn sign language in preparation to adopt a deaf girl. The women in the ad are married to each other in real life.
The one-minute TV commercial for Wells Fargo follows two women as they learn sign language in preparation to adopt a deaf girl. The women in the ad are married to each other in real life. IMAGE FROM TV AD

Wells Fargo has created its first national commercial featuring a same-sex couple, joining the growing list of major U.S. companies that have made similar moves.

The San Francisco-based lender’s one-minute TV commercial follows two women as they learn sign language in preparation to adopt a deaf girl. It’s among other ads for TV and elsewhere that will be introduced under the first brand campaign from the new advertising agency Wells Fargo hired a year ago.

Christina Kolbjornsen, spokeswoman for Wells Fargo, said the lender believes it is the first large U.S. bank to feature a same-sex couple in a TV commercial. Wells Fargo has featured same-sex couples in print advertising before but never in a TV ad, she said. The two women in the commercial are married to each other in real life, she said.

The lender becomes the latest big company to feature same-sex couples in an ad. Cheerios, Tiffany & Co. and Allstate are among others that have released similar ads in the past year.

Bank of America has run same-sex ads in programs for some events as well as in lesbian, gay, bisexual and transgender publications, but it has not yet made commercials featuring same-sex couples, spokesman T.J. Crawford said.

Wells Fargo, which maintains its largest employment base in Charlotte, launched its new brand campaign Monday. It said the campaign reflects its “total market” advertising approach, which means having messages that represent an increasingly diverse U.S. population.

“We believe you can create marketing that resonates with a wide range of people if you have storytelling with universal themes that they can emotionally connect to,” Jamie Moldafsky, Wells Fargo’s chief marketing officer, said in a statement.

The new brand campaign is the creation of ad agency BBDO, which Wells Fargo hired after parting ways with ad agency DDB.

Despite changing ad agencies, Wells Fargo continues to use its long-running “Together we’ll go far” slogan.

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Twitter: @DeonERoberts

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